How To Use Television to Revolutionize Your Business & Brand Without Spending a Dime!

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TEACHBLADE HERE. It is indeed an Honor to have been asked by Attorney Areva Martin, to review her recent book, MAKE IT RAIN. If you're a business owner seeking to brand and scale your business, you'll be glad you read it. This Lawyer from "the Hood to Harvard Law School", Civil Rights Activist, Autism Advocate, National Television Guest Legal Expert and No. 1 Best Seller Book Author, makes it happen.

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BOOK REVIEW │ NON FICTION

By Barb Teachblade Reynolds, Apr. 30, 2018

HOW TO USE TELEVISION TO REVOLUTIONIZE YOUR BUSINESS AND BRAND WITHOUT SPENDING A DIME!

ATTORNEY AREVA MARTIN From “The Hood” To “Harvard Law School”

Credits Dr. Phil McGraw (of Dr. Phil Show), Jody Waldrup, Russel Baer

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It’s happening daily. Through Social Media’s dynamics, television guest experts are getting local and national exposure for their business and brand they could never afford otherwise. What if you could get in front of millions of potential clients with endorsements of famous influencers, without spending a dime? For a decade, Areva Martin has used television as a medium to build a platform that’s expanded her influence and brand by appearances on Dr. Phil, Anderson Cooper 360, The Doctors, CNN, MSNBC, Fox and more. The marketing budget has virtually been eliminated for the thriving law firm and nonprofit organization, of this Legal Expert, from The Hood to Harvard Law School (that’s a yeoman’s effort in academia unto itself, requiring acute, strategic navigation.)

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In MAKE IT RAIN, Areva Martin breaks the silence in her tell-all book of apply-now principles revealing what Insiders already know about the power of media appearances to brand and scale your business and get your core message to people who need it most. MAKE IT RAIN, a Primer on the subject, will show you how to:

• match your brand to the right audience and media venues;• craft pitches producers can’t resist;• jump on breaking news shows;• pivot and speak in soundbites like pros; • amplify each interview with social media; and • turn appearances into a platform and become a rainmaker.

Consider the following apply-now principles:.In matching your brand to the right audience and media venues, it’s getting harder to match your audience to demographics. The old assumptions have been upended. According to CNN Money, College grads today “don’t just change jobs, they often switch into entirely different industries.” Media outlets spend a lot of their marketing budget identifying who their target audience is. Knowing who follows you on social media, who has an interest in your area of expertise, and who is likely to buy your products or service will help you identify the types of shows and media channels you want to target for interviews. p. 34. .Some local viewers who watch CNBC for investment insights, may want to know about a restaurant, but they’re not watching that channel for tips on where to eat. Hence, that TV appearance about your restaurant isn’t going to encourage a noticeable increase in a regular, reliable customer-flow. The Restaurant owner’s efforts are better spent appearing on a Local affiliate’s morning show to highlight a hot new menu item. (When my aunt, Robbie Montgomery, the chef and owner of two Sweetie Pie’s soul food restaurants in St. Louis goes on national talk shows to promote her famous six-cheese-baked macaroni, she gets a boost from tourists, but it’s the local St. Louis broadcast that causes her phone to ring off the hook after episodes of her cooking demonstrations.) p. 38-39.In crafting pitches that TV Producers can’t resist, you’ve got to pitch like a pro. What are you adding to what they’ve already got—a new perspective, new information, new interpretation? How would you advance their story? P. 49 .Breaking news shows are produced daily and they air “live”. Each morning producers try to figure out the top news stories of the day. If you want to jump onto that moving train, you’ve got to come up to speed. Your pitch needs to stand out, because the Producers’ number one goal is to make their show stand out. Recall that shows stay on the air because of high ratings and commercial buys. It’s at the top of every Producer’s mind. If you’ve got a hook and talking points that will deliver, you’ll have their undivided attention—but only if you’ve matched your pitch to the “right” show. P. 49.When you do your homework, you know which pitch is right for which show. It’s hard to imagine producers at ABC’s World News Tonight leading with the story, “Former Bachelorette Opens Up About Decision to Freeze Her Eggs.” The daytime audience that loved that story on ABC’s Good Morning America; would not necessarily tune in to CNN Anderson Cooper 360’s headline: “Coast Guard and TSA Could Face Deep Budget Cuts.” p. 50 .The elements of your pitch are simple: hook, who you are, talking points, call to action. Brevity is key, but pack as much punch into each element as you can. . .strong opinions make great TV. Your hook might be: .Contrary to what your anchors have stated, the judge’s decision in this case was wrong and here’s why: [3 talking points]. .Because I often have strong opinions and I’m happy to speak out, I’ve been on a lot of shows where the host introduces me by saying:.“Many in the news have agreed. Next up, legal expertAreva Martin, who disagrees with the judge’s decision.She’ll tell us why here.” P 63.In jumping on breaking news stories, the absolute best way to launch your career as an expert is by inserting yourself into a breaking news story. Assume a fire broke out in Calabasas near Los Angeles. Mandatory evacuations of 1,000s of residents in Topanga Canyon and the Mulholland Drive region are underway. Producers of national and local TV stations go into high alert. Hitting Google, Facebook, Twitter, YouTube and anything else they can think of, Producers rush to find experts who can explain what’s happening or even bring an inside perspective to set their story apart. People who just lost their homes or officials from the Fire Department would be the obvious choices, but they’re in the throes of loss and putting out fires. Producers want to enlarge the story and get more commercial ads. Most stories have a 24 to 48 hour life span. When the story breaks, some of these experts are contacted within seconds. If you can get a pitch with 3 solid talking points via email into a Producer’s hands, it could be the break you need to go on TV as an expert and get your message out. P 121.As a media-savvy expert, you need to develop a pitch the moment you see a breaking news story that matches your expertise. You want to let the producer know that you’ve got what s/he is looking for. By sending a strong pitch, you’re saying:.“I’m an expert. I’m already engaged with this story.Here’s how I can add value. And I’m ready right now!” p 122.Being well-informed will greatly improve your odds of success. What you may not hear about until later is that Producers are starting to notice you’re bringing good ideas, getting the pitches right, your pitch sounds like it would work on the show, even if they’ve already put another expert in the slot. .In news parlance, there are “A” stories, “B” stories, “C” stories and “evergreen” stories. It is critical to know the difference as this too will inform your pitching strategy. “A” stories lead the news and all breaking news stories qualify. “B” stories may be related to the “A” story, but aren’t the main headline. “C” stories garner even less attention at the top of the news than “B” stories. “Evergreen” stories focus on topics that generate ongoing interest and are not date or time specific. P. 59 .As you’re putting together your pitch, keep in mind there are countless places to pitch. Network news is not the best outlet for many guest experts. If you’re a history professor with a specialty in computer science, your ideal audience may be watching the Computer History Museum channel on YouTube. It doesn’t reach as many millions of people as CNN, but it has fifty-five thousand active viewers, which may allow you to reach more computer history buffs than you could on any given CNN show. p 61. .When I’m pitching a breaking news story, I’m always looking for a “legal” angle chiefly, to jump into the story. Given my law degree and legal experience, that can automatically give me the angle that separates me from other experts. A rainmaker doesn’t just recite facts. It’s your job to find an interesting angle, a unique point of view, a distinctive voice to bring to the discussion. Rainmakers know that having an opinion is how they distinguish themselves. pp. 123-125..In pivoting and speaking in soundbites like pros, you have to be ready to pivot if the conversations turns toward a point of view with which you disagree and pivot back to your position (talking points) and present your expert opinion in a civil way. You won’t change the mind of the host nor guests when arguing different opinions. Judge your success by how well you’ve articulated your own points for listeners. Study the Pros. Notice how often Pros take charge of the conversation, leading it back to the points they want to make. Make notes of the transitions they use to get back on point and practice your favorite lines until you’re confident you’ll be able to wield them with grace under pressure. P 87.In every field in the country, those with the most experience with interviews have learned how to pivot. Some do it so seamlessly viewers don’t even notice they’ve changed the subject. After British Prime Minister Theresa May lost the support she hoped for from a vote in 2017, an interviewer asked her a brutal question: “Don’t you think you ought to resign?” Her eyes didn’t flicker. She simply pivoted to her message: “The important thing is that we continue to strengthen our communication with Europe through this Brexit process.” p 87.You’ve done hours of research to become the go-to expert in your niche, but you only have 3 to 5 minutes to make 3-4 talking points. A good soundbite relies on brevity and pacing. It’s hit and run. You get in, make the points that advance the conversation the most, and get out. You’ve only got a few minutes under the spotlight. Plan ahead and intend it to be great. P 90-91 ..In amplifying each interview with social media, you should consider that bigger stature isn’t always consistent with your Primary purpose (branding and scaling your business.) Assume you’re an expert in landscaping in Atlanta and you make an appearance on CNN (the 3rd most watched cable channel in the USA) and on HGTV (a show on cable) to talk about gardening tips for a year-long beautiful lawn. HGTV has more than 95 million viewers—more than CNN. Bigger isn’t always better. p. 108.Social media is the greatest invention of all time and you can amplify your message without spending a dime. Social media is a way of life for business. Pp 143-144.Every day at 5 am, I look at my 7 favorite newspapers on my phone. When a story’s hot, I start tweeting about it. I know this is the time many show Producers and bookers are checking social feeds and making decisions about the day’s lineups. I want to make sure if there’s a story aligned with my brand, I’m weighing in on the story. P 147..If you’re at a march, a convention, a trade show, or any big event where a lot of people are posting, be sure to add the trending #hashtag. It connects you immediately with everyone else who is engaged by the event. It’s a great way to expand your following. Even people with Über brands constantly miss chances to promote those brands. Corporations understand how important this is. It’s why when they sign up celebrities and influencers for endorsement deals, there’s a contractual requirement for them to post on social media before, during, and after events to ensure maximum exposure for the company and its affiliation with them. P 151.MAKE IT RAIN, is a desk-top reference of how-to-principles to market, brand and scale your business through the medium of TV. It appears akin to an unofficial, annotated primer (of examples and citations), much like “Jefferson’s Bench Book On Evidence”. .BuyMAKE IT RAIN by Areva Martin, Esq. with Donna Beech

.

.

MAKE IT RAIN, Book Reviewer, Barb Teachblade Reynolds, is an award-winning Law Professor, ABA College, 30 years (Orange County Paralegal Teacher of the Year), while in tandem, working as a Practicing Paralegal-LDA 47 years, (including two U.S. Presidential Law Firms).

Blog Author of “Paralegal Brain The Blog” – “Root Think Tank Blog” and “Teach To The Law Firm Blog”.

Teachblade’s former students are now in Top-Tier CA law firms after magnum opus teaching—that fused textbook (theory) Law and Law Office (Practice) Skills. Theory met Practice.

Comments

How To Use Television to Revolutionize Your Business & Brand Without Spending a Dime!

.

.

.

TEACHBLADE HERE. It is indeed an Honor to have been asked by Attorney Areva Martin, to review her recent book, MAKE IT RAIN. If you're a business owner seeking to brand and scale your business, you'll be glad you read it. This Lawyer from "the Hood to Harvard Law School", Civil Rights Activist, Autism Advocate, National Television Guest Legal Expert and No. 1 Best Seller Book Author, makes it happen.

.

BOOK REVIEW │ NON FICTION

By Barb Teachblade Reynolds, Apr. 30, 2018

HOW TO USE TELEVISION TO REVOLUTIONIZE YOUR BUSINESS AND BRAND WITHOUT SPENDING A DIME!

ATTORNEY AREVA MARTIN From “The Hood” To “Harvard Law School”

Credits Dr. Phil McGraw (of Dr. Phil Show), Jody Waldrup, Russel Baer

.

It’s happening daily. Through Social Media’s dynamics, television guest experts are getting local and national exposure for their business and brand they could never afford otherwise. What if you could get in front of millions of potential clients with endorsements of famous influencers, without spending a dime? For a decade, Areva Martin has used television as a medium to build a platform that’s expanded her influence and brand by appearances on Dr. Phil, Anderson Cooper 360, The Doctors, CNN, MSNBC, Fox and more. The marketing budget has virtually been eliminated for the thriving law firm and nonprofit organization, of this Legal Expert, from The Hood to Harvard Law School (that’s a yeoman’s effort in academia unto itself, requiring acute, strategic navigation.)

.

In MAKE IT RAIN, Areva Martin breaks the silence in her tell-all book of apply-now principles revealing what Insiders already know about the power of media appearances to brand and scale your business and get your core message to people who need it most. MAKE IT RAIN, a Primer on the subject, will show you how to:

• match your brand to the right audience and media venues;• craft pitches producers can’t resist;• jump on breaking news shows;• pivot and speak in soundbites like pros; • amplify each interview with social media; and • turn appearances into a platform and become a rainmaker.

Consider the following apply-now principles:.In matching your brand to the right audience and media venues, it’s getting harder to match your audience to demographics. The old assumptions have been upended. According to CNN Money, College grads today “don’t just change jobs, they often switch into entirely different industries.” Media outlets spend a lot of their marketing budget identifying who their target audience is. Knowing who follows you on social media, who has an interest in your area of expertise, and who is likely to buy your products or service will help you identify the types of shows and media channels you want to target for interviews. p. 34. .Some local viewers who watch CNBC for investment insights, may want to know about a restaurant, but they’re not watching that channel for tips on where to eat. Hence, that TV appearance about your restaurant isn’t going to encourage a noticeable increase in a regular, reliable customer-flow. The Restaurant owner’s efforts are better spent appearing on a Local affiliate’s morning show to highlight a hot new menu item. (When my aunt, Robbie Montgomery, the chef and owner of two Sweetie Pie’s soul food restaurants in St. Louis goes on national talk shows to promote her famous six-cheese-baked macaroni, she gets a boost from tourists, but it’s the local St. Louis broadcast that causes her phone to ring off the hook after episodes of her cooking demonstrations.) p. 38-39.In crafting pitches that TV Producers can’t resist, you’ve got to pitch like a pro. What are you adding to what they’ve already got—a new perspective, new information, new interpretation? How would you advance their story? P. 49 .Breaking news shows are produced daily and they air “live”. Each morning producers try to figure out the top news stories of the day. If you want to jump onto that moving train, you’ve got to come up to speed. Your pitch needs to stand out, because the Producers’ number one goal is to make their show stand out. Recall that shows stay on the air because of high ratings and commercial buys. It’s at the top of every Producer’s mind. If you’ve got a hook and talking points that will deliver, you’ll have their undivided attention—but only if you’ve matched your pitch to the “right” show. P. 49.When you do your homework, you know which pitch is right for which show. It’s hard to imagine producers at ABC’s World News Tonight leading with the story, “Former Bachelorette Opens Up About Decision to Freeze Her Eggs.” The daytime audience that loved that story on ABC’s Good Morning America; would not necessarily tune in to CNN Anderson Cooper 360’s headline: “Coast Guard and TSA Could Face Deep Budget Cuts.” p. 50 .The elements of your pitch are simple: hook, who you are, talking points, call to action. Brevity is key, but pack as much punch into each element as you can. . .strong opinions make great TV. Your hook might be: .Contrary to what your anchors have stated, the judge’s decision in this case was wrong and here’s why: [3 talking points]. .Because I often have strong opinions and I’m happy to speak out, I’ve been on a lot of shows where the host introduces me by saying:.“Many in the news have agreed. Next up, legal expertAreva Martin, who disagrees with the judge’s decision.She’ll tell us why here.” P 63.In jumping on breaking news stories, the absolute best way to launch your career as an expert is by inserting yourself into a breaking news story. Assume a fire broke out in Calabasas near Los Angeles. Mandatory evacuations of 1,000s of residents in Topanga Canyon and the Mulholland Drive region are underway. Producers of national and local TV stations go into high alert. Hitting Google, Facebook, Twitter, YouTube and anything else they can think of, Producers rush to find experts who can explain what’s happening or even bring an inside perspective to set their story apart. People who just lost their homes or officials from the Fire Department would be the obvious choices, but they’re in the throes of loss and putting out fires. Producers want to enlarge the story and get more commercial ads. Most stories have a 24 to 48 hour life span. When the story breaks, some of these experts are contacted within seconds. If you can get a pitch with 3 solid talking points via email into a Producer’s hands, it could be the break you need to go on TV as an expert and get your message out. P 121.As a media-savvy expert, you need to develop a pitch the moment you see a breaking news story that matches your expertise. You want to let the producer know that you’ve got what s/he is looking for. By sending a strong pitch, you’re saying:.“I’m an expert. I’m already engaged with this story.Here’s how I can add value. And I’m ready right now!” p 122.Being well-informed will greatly improve your odds of success. What you may not hear about until later is that Producers are starting to notice you’re bringing good ideas, getting the pitches right, your pitch sounds like it would work on the show, even if they’ve already put another expert in the slot. .In news parlance, there are “A” stories, “B” stories, “C” stories and “evergreen” stories. It is critical to know the difference as this too will inform your pitching strategy. “A” stories lead the news and all breaking news stories qualify. “B” stories may be related to the “A” story, but aren’t the main headline. “C” stories garner even less attention at the top of the news than “B” stories. “Evergreen” stories focus on topics that generate ongoing interest and are not date or time specific. P. 59 .As you’re putting together your pitch, keep in mind there are countless places to pitch. Network news is not the best outlet for many guest experts. If you’re a history professor with a specialty in computer science, your ideal audience may be watching the Computer History Museum channel on YouTube. It doesn’t reach as many millions of people as CNN, but it has fifty-five thousand active viewers, which may allow you to reach more computer history buffs than you could on any given CNN show. p 61. .When I’m pitching a breaking news story, I’m always looking for a “legal” angle chiefly, to jump into the story. Given my law degree and legal experience, that can automatically give me the angle that separates me from other experts. A rainmaker doesn’t just recite facts. It’s your job to find an interesting angle, a unique point of view, a distinctive voice to bring to the discussion. Rainmakers know that having an opinion is how they distinguish themselves. pp. 123-125..In pivoting and speaking in soundbites like pros, you have to be ready to pivot if the conversations turns toward a point of view with which you disagree and pivot back to your position (talking points) and present your expert opinion in a civil way. You won’t change the mind of the host nor guests when arguing different opinions. Judge your success by how well you’ve articulated your own points for listeners. Study the Pros. Notice how often Pros take charge of the conversation, leading it back to the points they want to make. Make notes of the transitions they use to get back on point and practice your favorite lines until you’re confident you’ll be able to wield them with grace under pressure. P 87.In every field in the country, those with the most experience with interviews have learned how to pivot. Some do it so seamlessly viewers don’t even notice they’ve changed the subject. After British Prime Minister Theresa May lost the support she hoped for from a vote in 2017, an interviewer asked her a brutal question: “Don’t you think you ought to resign?” Her eyes didn’t flicker. She simply pivoted to her message: “The important thing is that we continue to strengthen our communication with Europe through this Brexit process.” p 87.You’ve done hours of research to become the go-to expert in your niche, but you only have 3 to 5 minutes to make 3-4 talking points. A good soundbite relies on brevity and pacing. It’s hit and run. You get in, make the points that advance the conversation the most, and get out. You’ve only got a few minutes under the spotlight. Plan ahead and intend it to be great. P 90-91 ..In amplifying each interview with social media, you should consider that bigger stature isn’t always consistent with your Primary purpose (branding and scaling your business.) Assume you’re an expert in landscaping in Atlanta and you make an appearance on CNN (the 3rd most watched cable channel in the USA) and on HGTV (a show on cable) to talk about gardening tips for a year-long beautiful lawn. HGTV has more than 95 million viewers—more than CNN. Bigger isn’t always better. p. 108.Social media is the greatest invention of all time and you can amplify your message without spending a dime. Social media is a way of life for business. Pp 143-144.Every day at 5 am, I look at my 7 favorite newspapers on my phone. When a story’s hot, I start tweeting about it. I know this is the time many show Producers and bookers are checking social feeds and making decisions about the day’s lineups. I want to make sure if there’s a story aligned with my brand, I’m weighing in on the story. P 147..If you’re at a march, a convention, a trade show, or any big event where a lot of people are posting, be sure to add the trending #hashtag. It connects you immediately with everyone else who is engaged by the event. It’s a great way to expand your following. Even people with Über brands constantly miss chances to promote those brands. Corporations understand how important this is. It’s why when they sign up celebrities and influencers for endorsement deals, there’s a contractual requirement for them to post on social media before, during, and after events to ensure maximum exposure for the company and its affiliation with them. P 151.MAKE IT RAIN, is a desk-top reference of how-to-principles to market, brand and scale your business through the medium of TV. It appears akin to an unofficial, annotated primer (of examples and citations), much like “Jefferson’s Bench Book On Evidence”. .BuyMAKE IT RAIN by Areva Martin, Esq. with Donna Beech

.

.

MAKE IT RAIN, Book Reviewer, Barb Teachblade Reynolds, is an award-winning Law Professor, ABA College, 30 years (Orange County Paralegal Teacher of the Year), while in tandem, working as a Practicing Paralegal-LDA 47 years, (including two U.S. Presidential Law Firms).

Blog Author of “Paralegal Brain The Blog” – “Root Think Tank Blog” and “Teach To The Law Firm Blog”.

Teachblade’s former students are now in Top-Tier CA law firms after magnum opus teaching—that fused textbook (theory) Law and Law Office (Practice) Skills. Theory met Practice.

I'd Like To Speak At Your Next Event. Our Speaking Engagement Line-Ups include Lawyer-Paralegal Relations, How To Up Your Game, Paralegal Tips, Discussions with Lawyer, Paralegal and College Groups. Use the Email Tap to the Left to contact us.